What is recipe marketing?
Today, 500 million people search for recipes on Google every month. Recipe marketing allows food businesses to convert that search traffic into product sales by placing branded ingredients into recipes. Recipe marketing is an excellent way for a food brand to increase their brand awareness and boost their sales.
There are three pillars of recipe marketing:
1. Brand awareness through ingredient promotion.
The journey of what to cook starts with the search for a recipe. Once consumers land on a recipe page, they will pay most attention to two sections: ingredient list and preparation instructions. They are likely to keep looking at those two sections for the next half an hour, while they are preparing a dish.
If your branded product forms a part of that ingredient list, it will be exposed to a large number of people, for a long period of time, and when they have the highest intent - cooking a meal. That’s how you generate brand awareness through recipe marketing.
2. Customer engagement and loyalty.
Once a consumer has discovered a new product as a part of the recipe, they would often be curious to explore what else can be cooked with it, and often learn more about your company, its values and philosophy.
There is no better way to engage with consumers in the food industry than through recipe marketing. By sharing recipe content on a regular basis with your existing consumers, you can teach people how to use your products, inform them about the health benefits, and deliver content to your audience to help them become better cooks.
This strategy forms a strong bond between your company and your audience, increasing the likelihood of them becoming a loyal customer.
3. Direct sales via digital channels.
Online shopping is booming. More than 50% of American households purchased groceries online in the past three months, and this number is widely expected to go up.
Our research shows that 87% of people follow online recipes exactly, without substitution of any ingredients - including those which are branded. It’s easy to connect the dots and calculate the enormous value of Direct-to-Consumer sales that you can generate through adding “Buy Now” links into your ingredient lists, and enabling customers to complete a purchase in two clicks.
In conclusion, recipe marketing is a powerful tool for any marketeers in a food industry that allows to generate brand awareness, improve loyalty and trigger direct sales.
We help brands excel at recipe marketing through unique technology solutions. Our flagship product allows brands to set up their own online recipe hub, which is packed with features to maximise the value of your online audience. Learn more about Mealz White Label and request a personalised demo to see how it works.
Thank you for reading,
Sofia from Mealz